Leah Kristie Dixon, Copyright 2021
Ah, the red pen. The rush of power! Whether or not you work in communications, you may have the task of proofreading, editing, or fleshing out someone else’s work. But it can be difficult to know exactly how much to change.
1. How will this content be used?
Is the original work a scribble on a napkin with an idea for a social media post? Is it a partially drafted personal letter to top donors? Is it a marketing email for a new service? Often, the first task is to get clarity. If the idea napkin showed up on your desk on a Tuesday morning, find out what the creator had in mind. We neglect important opportunities for collaboration and trust-building—not to mention wasting time going in a wrong direction—when we make assumptions. Once you have your answer, you can pull out your organization’s style guide—or not.
2. Must it conform to my organization’s style guide?
Here is where we edge into grey area. As a general rule, copy on your website and printed marketing materials should comply with your organization’s brand language and follow all rules for punctuation and grammar. But what about blog posts, articles, or donor letters authored by a specific individual? In these instances, the author’s voice should supersede your style guide. Perhaps the individual has a fresh way of describing your organization’s mission or a personal anecdote best shared in a more casual tone. Don’t miss out on opportunities to engage audiences in heartfelt, authentic ways by editing away the author’s personality.
3. How much editing is really necessary?
If your task is to draft a fundraising email from a series of bullet points, have at it. If you are proofreading web copy that does not conform to your brand language, make the necessary changes. However, if you are reviewing writing that you simply do not like, pause before proceeding. What is bothering you about it? Maybe the writing style is different from yours. Maybe the author’s tone is more casual or more formal than you prefer. But is it actually poorly-written or just not your preference? In either instance, bear in mind that writing is deeply personal, and try to preserve the author’s voice as much as possible.
Editing is a subjective task, and it takes just as much finesse to make changes as it does to withhold them. If it is appropriate, look for coaching moments. This may mean educating your colleagues about your organization’s brand language and style guide or offering suggestions to help your team write with more clarity and stronger examples. If you are not using Google Documents or a similar program to share edits and suggestions, I highly recommend it. This way, colleagues will see your feedback and have the opportunity to accept your changes, rephrase their work, and participate in the revision.
Respect the vulnerability of the writing process and praise what you can. By taking a reserved, collaborative approach, you will strengthen your relationships, create a safe atmosphere, and ultimately produce stronger work for your organization.